We decided that, because Special Delivery is the champion of the 9am delivery service, their staff must be dedicated being on time, too. In which case they’re just the kind of people who’d set up a campaign to end the horrors of lateness altogether. And so, the Stop Lateness Campaign (www.stoplateness.com) was created.We armed customers and prospects with a unique 9am clock, stickers and information (as well as the clock-beating classic John Cleese film, ‘Clockwise’) – everything they needed to take the campaign to their colleagues. And we asked them to sign up to the campaign at stoplateness.com.

We mailed our stoplateness doorhangers to 30,000 account prospects and so far can directly attribute 173 new customers, showing a conversion rate of 0.6% (topline results only, further detail will come in April).

At present it is too early for results from the other packs OnlineSince November 16th 2006.•7,049 unique visits since the site has gone live •26,507 unique page views since the site has gone live